Analysis of various market drivers and regulations governing Turkey's cards and payments industry

Detailed analysis of the marketing strategies adopted for selling prepaid cards used by various bankers and other institutions in the market

Comprehensive analysis of consumer attitudes and their buying preferences for cards

Competitive landscape of Turkey's cards and payments industry

SUMMARY

The cards and payments industry in Turkey demonstrated robust growth during the review period (2008–2012). In terms of volume, the industry grew at a compound annual growth rate (CAGR) of 8.58%, to reach 144.5 million cards in 2012. The increasing acceptance of cards in retail outlets, growing consumer preference for cashless transactions and improved banking infrastructure has contributed to the review period growth. The industry size in terms of volume is expected to grow at a CAGR of 4.38% over the forecast period (2013–2017), to reach 183.8 million cards in 2017. While cash continues to be an important part of the overall payments system, it is increasingly being displaced by the cards payments channel. To capitalize on consumer preferences, banks and card issuers have adopted various marketing and pricing strategies to encourage customers to increase card payments. Common strategies include offers, product discounts, reward points and insurance coverage. A complete cashless payment system is planned by 2023. To encourage consumers to opt for card payments, the Interbank Card Center of Turkey (BKM) launched the ‘Bye Bye Cash’ campaign across media and social networking sites to promote card payments as a more effective payment method. With campaigns such and initiatives from the Turkish authorities, an increase in card transaction volume is projected to increase over the forecast period.

SCOPE

This report provides a comprehensive analysis of Turkey's cards and payments industry

It provides current values for Turkey's cards and payments industry for 2012 and forecast figures for 2017

It details the different macroeconomic, infrastructural, consumer and business drivers affecting Turkey's cards and payments industry

It outlines the current regulatory framework in the industry

It details the marketing strategies used by various bankers and other institutions

It profiles the major banks in Turkey's cards and payments industry

REASONS TO BUY

Make strategic business decisions using historic and forecast market data related to Turkey's cards and payments industry and each market within it

The cards and payments industry in Turkey demonstrated robust growth during the review period (2008–2012). In terms of volume, the industry grew at a compound annual growth rate (CAGR) of 8.58%, to reach 144.5 million cards in 2012.

The increasing acceptance of cards in retail outlets, growing consumer preference for cashless transactions and improved banking infrastructure has contributed to the review period growth.

The industry size in terms of volume is expected to grow at a CAGR of 4.38% over the forecast period (2013–2017), to reach 183.8 million cards in 2017.

While cash continues to be an important part of the overall payments system, it is increasingly being displaced by the cards payments channel. To capitalize on consumer preferences, banks and card issuers have adopted various marketing and pricing strategies to encourage customers to increase card payments.

Common strategies include offers, product discounts, reward points and insurance coverage. A complete cashless payment system is planned by 2023.

The cards and payments industry in Turkey demonstrated robust growth during the review period (2008–2012). In terms of volume, the industry grew at a compound annual growth rate (CAGR) of 8.58%, to reach 144.5 million cards in 2012. The increasing acceptance of cards in retail outlets, growing consumer preference for cashless transactions and improved banking infrastructure has contributed to the review period growth. The industry size in terms of volume is expected to grow at a CAGR of 4.38% over the forecast period (2013–2017), to reach 183.8 million in 2017.

While cash continues to be an important part of the overall payments system, it is increasingly being displaced by the cards payments channel. To capitalize on consumer preferences, banks and card issuers have adopted various marketing and pricing strategies to encourage customers to increase card payments. Common strategies include offers, product discounts, reward points and insurance coverage. A complete cashless payment system is planned by 2023. To encourage consumers to opt for card payments, in May 2011 the Interbank Card Center of Turkey (BKM) launched the ‘Bye Bye Cash’ campaign across media and social networking sites to promote card payments as a more effective payment method. With campaigns such and initiatives from Turkish authorities, an increase in card transaction volume is projected to increase over the forecast period.